Format D

S2 Intermedia, a well-established internet agency in Munich, sought to redefine its brand identity after a decade of success. My goal as Lead Product Designer was to craft a strategic and compelling brand experience that not only resonated with existing clients but also attracted a new, elevated clientele—positioning the agency for long-term growth.

A successful rebrand required deep insight into both our existing client base and the type of clients we aspired to attract. I led workshops and client interviews, analyzing our position in Munich’s competitive agency market and identifying key differentiators. Through this research, we developed user personas that shaped the agency’s new identity, ensuring alignment with the evolving needs of high-value clients.

The naming process was a collaborative effort, engaging both internal teams and close clients. Format D was born from the German phrase “being of format,” symbolizing a minimalist, structured approach that reflected our design philosophy and commitment to excellence.

The new brand experience was built on a “back to basics” design approach—emphasizing clarity, sophistication, and precision. The visual identity leveraged a monochromatic foundation of black and white, allowing CMYK-inspired secondary colors to stand out with purpose. Core geometric elements—lines, triangles, squares, and rectangles—reinforced the structured, modern aesthetic while maintaining the agency’s distinct character.

Impact

• 10% growth in luxury retail clients within the first year, drawn to our refined brand identity

• 5% annual increase in pricing, supported by strong client demand and premium positioning

• 12% rise in job application responses, reflecting our elevated industry reputation

By strategically aligning the brand’s identity with high-value market expectations, FormatD successfully transitioned into a new era—solidifying its place as a premier design agency in Munich.